"What Success Magazine
Says About Dan Kennedy's
MAGNETIC MARKETING SYSTEM"
|
|
"All effective marketing
starts with what Dan Kennedy calls a 'unique selling proposition'
(USP), a message that answers the question: why should I do business
with you, above any and all other options, including doing nothing or
whatever I'm doing now?..as Kennedy explains on HIS INFORMATION-PACKED
AUDIO CD, a USP hooks your prospects because..
|
|
|
|
|
Kennedy urges you to use his strategy to get
the highly qualified prospect to stand up and identify himself..
..templates for successful ads and tips on creating sales
letters..you'll find you've broadened your potential customer base AND
YOUR ABILITY TO BRING THAT BUSINESS HOME."
Note: MAGNETIC MARKETING was featured and recommended TWICE in 1994, in
Success Magazine!
|
|
Excerpt
From An Interview With Dan Kennedy About MAGNETIC MARKETING For The
In-Flight Audio Business Channel, America West Airlines:
|
|
|
|
|
|
1
- Interviewer: Dan, what is 'Magnetic Marketing' and how can it help
our listeners?
Dan:
Magnetic Marketing is all about positioning instead of prospecting,
about attraction instead of pursuit. For different businesses or sales
careers, a different combination of marketing message, target markets,
and direct marketing strategies comes together in a SYSTEM, to
magnetically attract the right quantity of quality customers or
clients, affordably and effectively. I change the way businesses and
salespeople acquire their customers.
2
- Interviewer: What's wrong with the way businesses seek new customers
now?
Dan:
Frankly, an enormous amount of advertising dollars are completely
wasted -- and businesses can't or do not know how to hold their
advertising accountable, to get tough-minded about it. P. T. Barnum
once said, "I know half the advertising for my circuses is wasted -- if
I only knew which half." And, for salespeople, much of what they're
taught to do, to prospect, is as old-fashioned as a wringer washing
machine -- very inefficient, and very frustrating.
3
- Interviewer: Can I ask you for some specific examples of how your
Systems are different?
Dan:
Sure. Let's take businesses first, salespeople second. One of my
clients is an industrial equipment manufacturer. His marketing
consisted of running big, image-building ads in a lot of trade and
business magazines and exhibiting at trade shows. Then he had a room
full of telephone representatives who would call possible prospects,
fight their way through screening, play phone tag, and finally get to
talk to a decision maker. Then they'd send out literature. Then they'd
chase that prospect again on the phone. Then they might make a sale on
the phone or set up an appointment with a field rep. 80% of their
business came that way, requiring an average of 7 outbound calls per
prospect. I changed the entire system. For starters, I changed their
ads to feature what I call 'Lead Generation Magnets' and 'Qualifiers',
so smaller ads got better response and got response from the right
decision makers. This switched the inside sales reps from outbound call
activity to 80% of their time taking in-bound calls from pre-qualified,
interested prospects. This, in turn, cut the time lag from first
contact to a closed sale almost in half.
4
- Interviewer: So you reduced the cost of making the sale, sped up the
process of making the sale, and made the salespeople more productive?
Dan:
Well, that's right. You see, for just about any sales professional, I
can cut out all the old-fashioned cold call prospecting grunt work, get
more of his time allocated to actually selling to qualified leads, and
actually change his whole work experience for the better. For
companies, I can lead them from traditional, non-accountable, costly
advertising to target marketing.
5
- Interviewer: What are the limitations of all this? Are there types or
sizes of businesses that can't use your methods?
Dan:
If there are, I haven't found them yet. I've been applying, refining
and teaching my methods since 1978. In 1992 and 1993, I worked directly
with clients in 63 different businesses and industries, and taught my
methods to well over 100,000 people. Just to give you a feel for the
diversity of all this, let me tell you that I've recently worked with a
computer software and services company marketing to large corporations,
a leisure travel company marketing direct to consumers and families, a
large law firm, salespeople in insurance, securities and financial
services, real estate, automobiles, office products, retirement
communities, and snowmobiles.
6
- Interviewer: You mentioned direct mail. Tell me more about your
strategies for using direct mail?
Dan:
Just as one example, I have an unusual sequence or series approach that
just about any business can use to become the dominant, known presence
in a target market for about $1.50 per prospect. Every time I show this
at Seminars, people get very excited about it. People are getting
response rates of 12%, 18%, even 23% from these mailings -- compared to
direct-mail averages of 1% or 2%. More importantly, it beats any other
type of advertising or cold prospecting.
7
- Interviewer: How about a few quick marketing tips?
Dan:
First, develop a compelling marketing message targeted or matched to a
very specific prospect. The quality of this match determines whether
marketing or prospecting is easy or hard. Second, do not spend even a
nickel on any advertising that cannot be held responsible and
accurately measured. Three, stop chasing new customers; chasing drives
them away; you need to find ways to attract them, and bring them to you
pre-disposed to choosing you over any and all competition. As you can
see, this involves a big change in thinking about how we sell.
|
|
What People Using Dan Kennedy's
MAGNETIC MARKETING SYSTEM & Other
Marketing Strategies Have To Say:
A business-to-business
marketer pockets $26,000.00 from his first use of just one idea..
|
We
sold 3,700 books and had a profit of $26,000.00!
|
|
"After attending your seminar in Omaha, we
purchased your Magnetic Marketing System. WOW! We used the 3-letter
System to sell our Coupon Books. We targeted 1,600 local companies. We
sent out our letters about 9 days apart. Our response: Letter #1, 7%;
Letter #2, 8%; Letter #3, 3%; total response: 18%! We sold 3,700 books
and had a profit of $26,000.00! You're a legend!"
|
|
-Doug Nielson, The Big-O Book,
Market Innovators, Omaha, NE
|
|
|
|
A Direct Sales Pro Triples
Her Sales!
One of Many "Dramatic"
Success Stories From Dan's Students..
Praise From A Leader In The
Success-Education Field..
|
"If you're a salesperson, businessperson,
or entrepreneur, your greatest asset is your mind. Your second greatest
asset is Dan Kennedy's mind."
|
|
--
Dave Bellizzi, Dir., The Silva Method For Sales Professionals
|
|
|
|
|
|
|
|
|
|
|